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Videology Nabs LucidMedia

Deal enables video ad tech firm to push further into display space
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The ad tech firm Videology has acquired LucidMedia, a two-year-old company that operates a demand-side platform, helping advertisers buy display ad inventory via exchanges using precise data and targeting tools. Terms of the deal were not disclosed.

In August, Videology snatched up Collider, a data management company that helps multiple consumer brands make use of their data sources, for $13.2 million.

It appears that Videology is looking to match Google, AOL and other major digital ad players in building a comprehensive ad tech "stack"—a collection of tech products which would theoretically enable the company to facilitate every aspect of the online ad buying process.

Born out of a video ad network (TidalTV), Videology has abandoned competing as an ad seller. Instead, the company is looking to service both media companies and brands, offering a set of tech services, support and tools to help them execute ad buys in display, video and mobile. For example, according to CEO Scott Ferber (a founder of Advertising.com), Videology’s strength is helping media sellers and brands determine what ads to show a consumer at a given moment in time.

Prior to the deal, Videology frequently partnered with LucidMedia on various ad campaigns. “We had to decide whether to build or buy what they do,” Ferber said. “We decided we didn’t want to build out all that infrastructure. And Lucid has great tech and people, so we made the deal.”